B2B Branding
Communicate Your Value
Sometimes it takes an outsider
Collect Data, Unleash Brand Power
A well-defined, consistently executed brand identity helps keep company differentiators top of mind with key audiences.
Company and product branding requires thoughtful, strategic insight from a number of internal and external sources.
We are experts in helping clients create impactful B2B branding. As a neutral, third-party expert, Colligan Communications can push past internal politics and combine this input with competitor landscape research to provide branding that actively promotes company sales goals.
A Comparison
B2C vs. B2B Branding
Understanding the key strategic differences between B2B and B2C audiences is foundational to successful B2B marketing.
You need a B2B expert who knows how to speak to your audience.
Customer Motivation
B2B purchases are motivated primarily by logic (not emotion). Decisions are made based on facts, statistics, and numbers.
Range & Number of Customers
B2B companies have a smaller range of prospects to target. At the same time, B2B purchase decisions are often made by a range of stakeholders rather than by an individual.
Customer Persona
Successfully marketing to a B2B prospect requires a focus on the prospect’s job role, not on him or her as an individual.
Customer Relationships
B2B customers are looking for more of a relational than transactional relationship. They often look for partners who can provide not only a solution to a problem but also long term support.
Price & Sales Cycle
B2B purchases tend to be of higher value and involve longer sales cycles. As a result, decisions are made based on facts, statistics, and numbers.
Context Is Everything
Global Branding
The world is shrinking!
Whether you are a global brand with facilities worldwide or a national brand that sells globally, your branding should resonate strongly in all of your key markets.
Look for a marketing partner with demonstrated success in global branding. This runs much deeper than simple language translation. A powerful partner will ensure your messages resonate across cultural boundaries as well.
Keys to success
Impactful B2B Messaging
Clear & Concise
The brand that tries to be everything ends up communicating nothing. To be memorable, to be impactful, your messaging needs to be clear and concise.
Validated & Valued
Your positioning should ring true as underscoring strengths that are perceived by your target audiences. Moreover, the strengths you choose to highlight should be the most highly valued by your customers.
Differentiated Value
Finally your branding should successfully answer the question – Why choose us? It should cut to the heart of your differentiated value proposition.
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